Educational Blog Drives New Revenue Opportunities

Learn how a national equipment manufacturer educated new prospects by blogging about waste reduction, waste management and ROI opportunities.

Target Audience
​Restaurants, Hotels, Schools, Tourist Attractions, Retailers, Stadiums and High Rise Apartment Buildings

Situation
A national recycling manufacturer was looking for a way to educate their audience about the benefits of cardboard balers and trash compactors while also driving inbound leads. They had no blog in place and several verticals they wanted to reach. 

Steps to Achieve Goal
The first step was to choose specific keywords that they wanted their blog to rank for. By leveraging information they used in paid search, they were able to identify a few key phrases "Cardboard balers" and "baler pricing".  Next they looked at successful installations in their top 10 verticals. Since this company was using Hubspot, they used its blog feature to create, optimize and track leads generated from their blog.  

Outcome
Over the next 12 months, the company saw a steady increase in blog views. Within a short period of time, the blog became the leading source for organic traffic. Organic traffic being only second to direct traffic which was their number one source of visitors.

They also began seeing that the organic (free) content was surpassing paid advertisements of their competitors on page 1 for "cardboard balers". 

But most importantly, they were able to see that they were driving new leads and 50% were converting to customers! 

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